Reference no: EM133031075

The Ready-to-Eat Breakfast Cereal Industry in 1994 - Study Case

1. Given how concentrated the RTE cereal industry has been for many decades, what do you see as three barriers that have prevented significant entry into this industry?

2. What business strategy has Kellogg used in the RTE cereal industry? In other words, historically, how has Kellogg competed in this industry? What drivers have they used to either add value or cut costs? Use evidence from the case to support your position.

3. Given the high entry barriers into this industry, how have the private labels been able to enter, compete, and become a credible threat? In other words, what business strategy has the private label firms used in the RTE cereal industry? What drivers have they used to either add value or cut costs? Use evidence from the case to support your position. Assume that all private label firms are competing in the same way.

4. Has the business environment in the RTE cereal industry changed since the case time until today (2021)? Use outside case information to support your position.

5. What would be your suggestions to General Mills (and other big names) to compete with the private labels? Also, what would be your suggestions to the private labels? Hint: you need to offer different recommendations based upon their business strategies.